Consumption of fresh Iberian pork: Two-stage cluster for the identification of segments of consumers according to their habits and lifestyles

This study investigates the behaviour of consumers regarding four cuts of Iberian meat with greater presence in the market: tenderloin, secreto, presa and pluma. A sample of 1501 consumers responded to an online survey about their consumption habits for these four cuts, sociodemographic characteristics and lifestyle. From this information, three homogeneous segments of consumers were identified: unmotivated and indifferent to Iberian meat, innovators and stakeholders and traditional with frequent consumption. The Iberian tenderloin and the secreto were the most consumed cuts in all consumption segments, while the main reason for the lower consumption of presa and pluma was I don't like it, especially among unmotivated consumers.

Automated summary

The study identified three segments of consumers regarding their consumption habits of Iberian meat, with tenderloin and secreto being the most consumed cuts across all segments. The main reason for lower consumption of presa and pluma was a dislike for these cuts, especially among consumers who were unmotivated towards Iberian meat.